Paid Ads Playbook

Running Meta (Facebook/Instagram) and Google ads to drive signups and bookings.

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When to Use Paid Ads

Stage	Use Paid Ads?	Why
Pre-launch	Light testing	Build waitlist, test messaging
Launch	Yes — primary	Drive initial signups
Growth	Yes — scaled	Sustainable acquisition

Don't rely on paid ads too early — product-market fit and organic channels first.

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Platform Overview

Platform	Best For	Audience	Cost
Meta (FB/IG)	Awareness, signups	Parents, interest targeting	Medium
Google Search	High-intent capture	"kids classes near me"	Higher
Google Display	Retargeting, awareness	Broad reach	Lower
YouTube	Video awareness	Parents on YouTube	Medium

Recommendation: Start with Meta, add Google Search when scaling.

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Meta Ads (Facebook + Instagram)

Account Setup

1. Business Manager: business.facebook.com
2. Ad Account: Create under Business Manager
3. Pixel: Install on juniro.com for tracking
4. Payment: Add payment method

Pixel Setup

Add to your website for conversion tracking:

<!-- Meta Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>

Events to track:

• PageView — All pages
• Lead — Waitlist signup
• CompleteRegistration — Account created
• Purchase — Booking made (post-launch)

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Audience Targeting

India (Hyderabad)

Demographics:

• Age: 25-45
• Location: Hyderabad (can narrow to localities)
• Language: English, Hindi, Telugu

Interests:

- Parenting
- Motherhood
- Kids activities
- Children's education
- Swimming
- Dance
- Art classes
- Summer camps
- Daycare / Preschool
- Birthday parties for kids
- Indian parenting
- Mommy blogger follows (specific accounts)

Behaviors:

• Parents with children (0-12 years)
• Engaged shoppers

Lookalike Audiences:

• Based on waitlist signups
• Based on website visitors

US (Atlanta)

Demographics:

• Age: 25-45
• Location: Atlanta metro (can narrow to zip codes)
• Language: English

Interests:

- Parenting
- Parenthood
- Kids activities
- Children's education
- Soccer mom/dad
- Dance classes
- Swimming lessons
- Summer camps
- Daycare / Preschool
- Kids birthday parties
- PTA
- Mommy blogs

Behaviors:

• Parents with children (specific ages if available)
• Suburban lifestyle

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Campaign Structure

Campaign: Juniro Launch - Hyderabad
├── Ad Set 1: Parents - Broad Interests
│   ├── Ad 1: Carousel - Activity types
│   ├── Ad 2: Video - Parent testimonial
│   └── Ad 3: Image - Simple value prop
├── Ad Set 2: Parents - Lookalike (Waitlist)
│   ├── Ad 1: Carousel
│   └── Ad 2: Video
└── Ad Set 3: Retargeting - Website Visitors
    ├── Ad 1: Reminder
    └── Ad 2: Social proof

Campaign Settings

Setting	Recommendation
Objective	Leads (waitlist) or Conversions (signups)
Budget	Start ₹500-1000/day or $20-50/day
Bidding	Lowest cost (auto) initially
Placements	Automatic (let Meta optimize)
Schedule	Run continuously, review weekly

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Ad Creative

Format Recommendations

Format	Best For	Engagement
Carousel	Show multiple activity types	High
Video (15-30s)	Storytelling, testimonials	Highest
Single Image	Simple message, testing	Medium
Stories	Mobile-first, casual	High
Reels	Trending, younger parents	High

Creative Guidelines

Images:

• Show real kids doing activities (with permission)
• Happy, active, colorful
• Include parents when possible
• Text overlay: Keep under 20%

Video:

• Hook in first 3 seconds
• Show the problem → solution
• Include captions (most watch muted)
• End with clear CTA

Copy:

• Lead with benefit, not features
• Use parent language ("your kids", "family")
• Include social proof if available
• Clear CTA

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Ad Examples

Ad 1: Problem/Solution

Image: Frustrated parent on phone, happy kid at activity

Copy:

Tired of searching "kids swimming classes near me" and getting outdated results?

Juniro makes it easy to find and book kids activities — classes, camps, sports — all in one place.

Join 500+ Hyderabad parents on the waitlist.

🔗 Sign up for early access →

Ad 2: Activity Showcase (Carousel)

Cards:

1. Swimming lessons
2. Dance classes
3. Art & craft
4. Sports coaching
5. Daycare & Preschools
6. Kids party venues

Copy:

What will your kids try next? 🏊‍♂️💃🎨⚽🏕️

Juniro helps you discover the best kids activities in Hyderabad.

Browse by category, age, and location. Book in minutes.

Sign up for early access →

Ad 3: Social Proof

Image: Happy family, overlay with testimonial

Copy:

"Finally, one place to find all the activities for my kids!" — Priya, mom of 2

Join Juniro — the easy way to discover kids activities in [City].

✅ 100+ activities listed
✅ Filter by age & location
✅ Real parent reviews

Get early access →

Ad 4: Video Script (30 seconds)

[0-3s] Hook: "Finding kids activities shouldn't be this hard"
[3-8s] Problem: Parent scrolling, frustrated
[8-15s] Solution: Show Juniro - browse, filter, find
[15-22s] Benefits: "100+ classes, camps, sports in one place"
[22-28s] Social proof: "Join 500 parents already signed up"
[28-30s] CTA: "Sign up for early access — link in bio"

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Budget Allocation

Test Phase (Week 1-2)

Purpose	Daily Budget	Total
Testing 3-4 ad variations	₹500/day	₹7K
Goal: Find winning creative	$20/day	$280

Scale Phase (Week 3+)

Purpose	Daily Budget	Total/Month
Scale winning ads	₹1-2K/day	₹30-60K
	$50-100/day	$1.5-3K

Budget Split

Ad Set	% of Budget
Prospecting (interests)	50%
Lookalike audiences	30%
Retargeting	20%

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Optimization

Key Metrics

Metric	Good	Great	Action if Bad
CTR (Click-through)	>1%	>2%	Change creative
CPC (Cost per click)	<₹10 / <$0.50	<₹5 / <$0.25	Improve targeting
CPL (Cost per lead)	<₹50 / <$3	<₹25 / <$1.5	Optimize funnel
Conversion Rate	>10%	>20%	Fix landing page

Weekly Optimization

1. Review performance — Which ads/audiences work?
2. Pause losers — Kill ads with CTR <0.5%
3. Scale winners — Increase budget 20-30%
4. Test new — Add 1-2 new creatives weekly
5. Refresh — Change creative every 2-3 weeks (ad fatigue)

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Google Ads

When to Use

• Search: High-intent queries ("kids swimming classes Atlanta")
• Display: Retargeting website visitors
• YouTube: Video awareness (use same videos as Meta)

Search Campaign Setup

Campaign Structure:

Campaign: Juniro - Kids Activities
├── Ad Group 1: Swimming
│   Keywords: kids swimming classes, swim lessons for children
├── Ad Group 2: Dance
│   Keywords: kids dance classes, dance lessons for children
├── Ad Group 3: Art
│   Keywords: kids art classes, art lessons for children
└── Ad Group 4: General
    Keywords: kids activities near me, children's classes

Keywords

High Intent (Prioritize):

kids swimming classes [city]
dance classes for children [city]
summer camps [city]
kids activities near me
children's art classes [city]
sports classes for kids [city]

Broader (Test):

things to do with kids [city]
kids weekend activities
after school activities
extracurricular activities for kids

Search Ad Copy

Headline Options (30 chars each):

Find Kids Activities Nearby
100+ Classes, Camps & Sports
Discover Kids Classes in [City]
Book Kids Activities Online
Swimming, Dance, Art & More

Description Options (90 chars):

Browse kids activities by age, category & location. Join 500+ parents. Sign up free!
Find the perfect class for your child. Swimming, dance, art, sports & more. Get started today.

Google Ads Budget

Campaign Type	Daily Budget	Expected CPC
Search	₹500-1K / $20-50	₹20-50 / $1-3
Display (Retarget)	₹200-500 / $10-20	₹5-15 / $0.25-1

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Retargeting

Why Retargeting

• 97% of visitors don't convert on first visit
• Retargeting brings them back
• Much cheaper than cold acquisition

Retargeting Audiences

Audience	Window	Message
Visited site, didn't sign up	7 days	"Still looking for kids activities?"
Visited site, didn't sign up	30 days	"Don't miss out — join the waitlist"
Started signup, didn't complete	3 days	"Complete your signup — takes 30 seconds"
Signed up, didn't book (post-launch)	7 days	"Browse activities in your area"

Retargeting Creative

More urgent/direct than prospecting:

Still looking for kids activities in [City]?

Join 500+ parents who've already signed up for Juniro.

Get early access before we launch →

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Attribution & Tracking

UTM Parameters

Use consistent UTM structure:

?utm_source=facebook
&utm_medium=paid
&utm_campaign=launch_hyderabad
&utm_content=carousel_activities

Tracking in Posthog

Set up to track:

• Source/medium of signups
• Campaign performance
• Creative performance
• Cost per signup (manual input)

Weekly Reporting

Metric	This Week	Last Week	Change
Spend	₹7,000	₹5,000	+40%
Clicks	500	350	+43%
CTR	1.8%	1.5%	+20%
Signups	45	30	+50%
CPL	₹156	₹167	-7%

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Common Mistakes

Mistake	Why It's Bad	Fix
Too broad targeting	Wasted spend	Narrow to parents + interests
No pixel/tracking	Can't optimize	Install pixel before starting
One ad only	No learning	Test 3-4 variations
Changing too fast	No data	Wait 3-5 days before changes
Ignoring mobile	80%+ traffic	Design mobile-first
Generic creative	Low engagement	Use real kids, real activities
No retargeting	Leaving money	Set up day 1

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Checklist

Before Launching

• Meta Business Manager set up
• Pixel installed and verified
• Payment method added
• Audiences created
• 3-4 ad creatives ready
• Landing page optimized
• UTM parameters set
• Conversion tracking tested

Weekly

• Review performance metrics
• Pause underperforming ads
• Scale winning ads
• Test new creative
• Check audience fatigue
• Update budget as needed
• Report results

Monthly

• Full performance review
• Calculate true CAC
• Compare channels
• Plan next month's budget
• Refresh all creative
• Test new audiences

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Budget Summary

Pre-Launch (Testing)

Platform	Monthly Budget	Expected Signups
Meta	₹15-20K / $500	200-400
Google	₹5-10K / $200	50-100
Total	₹20-30K / $700	250-500

Launch Month

Platform	Monthly Budget	Expected Signups
Meta	₹50-75K / $2K	800-1500
Google	₹25-30K / $1K	200-400
Total	₹75-100K / $3K	1000-2000

Growth Phase

Scale based on CAC targets:

• If CAC < target → increase budget 25%
• If CAC > target → optimize before scaling
• Target CAC: ₹50-100 / $2-5 per signup